This is best read as an open letter. While the message is directed at those behind the U.S. Navy’s social media postings, it speaks to a peculiarly dangerous mind-set that could be permeating our forces. This mind-set seems to think humor will help in countering China’s aggression and disregard for the international ruleset. In recent months, the U.S. Navy has opted to dabble in the comedy business, posting memes aimed at China. But, it needs to stop. Really. You cannot meme your way to great power.
In February, the Navy posted this in response to China’s use of lasers aimed at patrol aircraft, stating “You don’t want to play laser tag with us. ?”:
Earlier in July, there was this:
And, this week, with regards to a recent Freedom of Navigation (FonOp):
Who Are You Even Talking To?
When the Navy posts these memes on official social media pages, who is it hoping to reach? Who is it ] talking to? The Navy’s presence on Facebook, Instagram, TikTok, and the like are largely followed by those serving, who have served, or are connected to the Navy. Are you hoping China’s People’s Liberation Army (Navy) will engage in an online comments war? Now, that—unlike the memes—could be funny. Is the U.S. Navy hoping to achieve the next-level, online savagery we see from the always fresh, never frozen leader, Wendy’s?
We should all be on the sidelines enjoying the high-stakes contest that is the online fast-food war.
The problem is this: That which can lead to real war and real bloodletting is not funny. The great power competition is not a joke for China. It should not be for the U.S. Navy, either. And, while the Navy’s social media team focuses on whipping up a fresh batch of half-funny memes, China keeps marching ahead—stoic in their strategic execution to disrupt and degrade our forces. If you think for a second that China is not making gains, you are part of the problem. For the sake of consideration, the memes posted by the US Navy could be interpreted by some as part of a larger strategic objective. If this is the case, what results are expected?
What is Your Desired End State?
Start with the end in mind, or so it’s taught. In the case of these memes, what is the Navy’s desired end- tate? Is to crack a smile from those it hopes to recruit? Is it to collect “likes” from the homers—the flag-waving, patriotic “yeah! Go get ‘em!” crowd? It cannot possibly be a real message to China. I cannot believe the U.S. Navy’s strategic messaging is so far off the mark that they believe a meme will deter the aggression of the Chinese Communist Party. Or, maybe it is that I don’t want to believe this. Maybe there are some that think China will alter course when we call them out on the ‘Gram or if we hashtag it—and, it seems those that think this way happen to have the passcodes to the Navy’s apps.
Is the U.S. Navy In Step with National Strategy?
The topic of China and the era dubbed the “great power competition” is a hot topic. In recent news, the Secretary of State, the Secretary of Defense, and the Chairman of the Joint Chiefs all have spoken against China’s policies, against their overreach in the Indo-Pacific, and in response to the recent Hong Kong National Security Law. While we can find major differences in almost every issue plaguing the United States today (with race and politics at the forefront), there is one issue we seem largely to agree on: China. In each case, we see no-nonsense messaging towards China from U.S. defense and diplomatic leaders. This begs the question: What’s the deal with the memes? Why is the Navy trying to corner the incredibly niche market that is foreign relations humor? It is as if the Navy has decided: We aren’t really sure what to do or how to do it, so let’s just meme it out. And, maybe China will . . . stop?
The Biggest Offense: You’re Corny
The biggest offense of these memes is their level of funny. It is low on the meme-meter. As Lieutenant Steven Haulk (Bruno Kirby) said in Good Morning Vietnam (1987), “Sir, In my heart, I know I am funny.” Too bad for Haulk. You almost felt sorry for him. Almost. But, we all know the jokes were best left to Airman Adrian Cronauer (the late-Robin Williams). No one liked Haulk or his polka music.
In this case, the U.S. Navy is Haulk. It needs to get off the mic. When Army-Navy football returns, maybe you can get back on the stage and do a few bits. Work the room for a week or so. For now, maintain the strategic high road, stay straight-laced, and remind us all why the United States is the greatest maritime power in the world.
